Since the rise of online marketing, we tend to think of direct mail as the poorer cousin of digital advertising – but nothing could be further from the truth. While having an online presence is essential, direct mail is still a key strategy that complements practically any business plan. Did you know, for example, that direct mail customer response rates are actually increasing? According to the Data & Marketing Association, the response rate for direct mail increased by 43% between the years of 2015-2016 alone. Currently, direct mail response rates are 30 times higher than email response rates. We also enjoy a particularly high ROI on direct mail in Canada: As revealed by Canada Post, 61% of Canadians have made an in-store purchase after receiving an ad in the mail.
The data is clear: If you want to get your message out this holiday season, signing up for a combined direct and digital advertising service like AudienceMax is a great way to broaden your reach and make your products more memorable.
3 Reasons Direct Mail Works
- Direct mail is effective for all age groups.
Though social media usage has increased among seniors, paper mail is still the best way to engage with older customers. Surprisingly, this medium works equally well with young people, too: Research shows that direct mail takes up to 21% less cognitive effort to process than digital advertising, so it’s ideally suited to reaching busy, distracted teens and young adults. In fact, according to data generated by Lending Science, 84% of Millennials (those born after 1983) regularly read their mail, and 64% of people in this cohort prefer to receive useful information in the mail (rather than by email).
- Direct mail is tangible.
For businesses, tangibility is a key part of being perceived as trustworthy. When you invest in building a solid physical presence for your business, your customers understand that you’re established and reputable. After all, anyone can create a basic online presence, but it takes a dedicated professional to maintain a comprehensive storefront that operates both online and offline.
- Direct mail is memorable.
One of the primary downsides of social media marketing is just how fleeting it is. As soon as a customer reads a tweet, Facebook post, or email, five more messages arrive to take its place, creating an immediate distraction. This digital noise can be difficult to cut through, which is where direct mail really comes in handy: Most people keep pieces of direct mail for weeks before recycling them, and they usually leave them in a visible location, like a counter or tabletop. These habits increase the chance that your customers will view your message multiple times, eventually imprinting it in their memory.
Why Choose a Direct Mail Package from AudienceMax in Toronto, Ontario?
Traditionally, direct mail has always been more costly than advertising online, which made this service out of reach for most small businesses. Canada Post’s direct mail program, for example, charges $3400 to deliver just 10,000 flyers – and adding digital advertisements to their marketing plans costs extra. AudienceMax from Metroland Media is changing this status quo: Their plans make print advertising more accessible to small businesses while providing cohesive, personalized advertising services that are streamlined across multiple channels. Here’s how it works:
- Choose from one of three flexible, affordable plans.
AudienceMax gives small businesses the option of having 10,000 flyers delivered for just $650, without additional advertising services. This plan allows small businesses who have an in-house design team and an existing online marketing presence to capitalize on the benefits of direct mail while keeping prices as low as possible. For businesses that want a professional design and digital marketing services (in addition to flyer delivery), AudienceMax offers more comprehensive plans for only $999 or $1200, respectively. These enhanced plans include flyer design and delivery, 20,000+ digital ads, and targeted local newspaper ads. For a full list of your options, see the AudienceMax website.
- Target your local niche.
Before you begin designing your marketing plan and flyers, AudienceMax will help you identify your target demographic, including where your customers live and work around the Greater Toronto Area. Using detailed data, they’ll generate customer personas, consumer analytics, and audience heatmaps to help you reach those consumers who are most likely to respond to your ads.
- Extend your reach!
After learning about your goals and target market, AudienceMax will create streamlined print and digital ads that reflect your vision for your brand. Then, they’ll work with you every step of the way, coordinating your advertising efforts online, offline, and in local media. As a result, your message will reach the right people, quickly, in multiple locations – and your reach will broaden across Toronto, North York, Scarborough, and beyond.
If you want to roll out a holiday marketing campaign (and you should), AudienceMax is the most convenient way to leverage the combined power of print and digital marketing. This holiday season, give yourself the gift of a thriving small business with AudienceMax, Canada’s leading affordable direct mail service. Contact us today to start designing your personalized marketing plan.